| 我国网络电视台的经营困境与发展对策 |
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| 引用本文： | 刘社瑞,杨志秋.我国网络电视台的经营困境与发展对策[J].湖南师范大学社会科学学报,2012(1):141-144. |
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| 作者姓名： | 刘社瑞 杨志秋 |
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| 作者单位： | 湖南大学新闻传播与影视艺术学院,湖南长沙,410082 |
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| 摘 要： | 网络电视台是我国传统主流电视媒体进军互联网,实现台网融合的重要战略部署.其经营特点体现在:传播快捷,选择灵活,保存长久,即时反馈和互动分享.从产业链、内容生产、盈利途径三方面分析网络电视台的产业运营情况,其目前存在的困境主要是:资金缺乏,版权购买成本昂贵,界面缺乏个性,内容复制,商业模式模糊以及与视频网站存在矛盾,其未来发展对策是:发挥主流媒体舆论阵地作用,开发新营销渠道并进行技术研发和革新,同时整合优化区域间优势,实现国家网络电视台与民营视频网站的竞争与合作.
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| 关 键 词： | 网络电视台 运营 困境 对策 |
The Business Difficulties and Development Countermeasures of the Network Television in China |
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| LIU She-Rui
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YANG Zhi-Qiu.The Business Difficulties and Development Countermeasures of the Network Television in China[J].Journal of Social Science of Hunan Normal University,2012(1):141-144. |
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| Authors: | LIU She-Rui YANG Zhi-Qiu |
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| Institution: | LIU She-Rui,YANG Zhi-Qiu |
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| Abstract: | The Network TV is an important strategy which China’s traditional mainstream media enter into the Internet and realize the network convergence.The main features of Network TV include rapid communication,flexible choices,long-term preservation,immediate feedback and interactive sharing.This paper describes the industry operation situation of Network TV from three aspects of its chains,content production and ways of profit.Then it analyzes present diffeculties such as lack of funding,expensive purchase cost of copyrights,lack of personalized interface,content replication,fuzzy business model and conflicts with the video sites.In the end,it indicates strategies in the future development:it should play an important role in the mainstream media,develop new marketing channels,promote technological research;progress and innovation,at the same time integrate and optimize advantages of inter-regional,promote competition and cooperation between"national team"and"private team". |
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| Keywords: | the Network TV advantages difficulties countermeasures |
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